For this fragrance, Diesel founder Renzo Rosso -- whose hands are tattooed-- approached renowned black & gray artist Mister Cartoon to design a tattooed clenched fist bottle and packaging. Rosso discusses this collaboration with Cartoon in an interview with Cool Hunting. When asked about how he thought to translate a tattoo into a perfume he says:

I'm going to tell you the story. It all started with the bottle. It was
my 55th birthday, which is a special anniversary for I was born in 1955.
Fifty-five is my magic number. I wanted to give my friends a gift, so I
had my hand sculpted into a bottle that was all black and customized
with Only the Brave. It was such a success and everybody liked it so
much that we decided this bottle should be distributed worldwide. I have
these tattoos on my hand as well. So I thought I could do something out
of this. Then I met Mr Cartoon who I found to be very much like me--he
has a sense of honor and creativity, and he's crazy. He designed the
bottle and the logotype. After that, I asked L'Oréal to make a new
perfume and translate my new rock 'n' roll attitude, my mentality, my
passion, my positive energy into a perfume.[...]

Beyond the bottle design and logo, Cartoon's work is also featured in promotions for Only the Brave Tattoo, like this video below, directed by Estevan Oriol. It follows the tattooist around LA, from the streets where he grew up to the studio where he tattoos celebrities today, and in the film, he talks about melding his street art aesthetic with a luxury product.

Indeed, there are many layers to this campaign. It reflects, in some way, how tattooing and our community are being considered seriously by luxury brands -- artistically but also as a market for their goods. It wasn't that long ago when I was being followed around Fifth Avenue stores because I fit the shoplifter profile. Today, I'm one of the faces for a fancy fragrance. And that does feel pretty sexy.